Abstract:

The concept “Brand image” has drawn substantial attention from lecturers and
practitioners because it become placed forward, as it played an critical function in advertising and
marketing activities. Although image image turned into recognized as
the driving force of image asset and image performance, few research have elaborated on the
relationship between brand photo and image equity. Based on the emblem photo theories,
this take a look at reviewed
extant research about the impact of emblem photo on patron from attitude of patron equity. It
also supplied the shortcomings of current studies and mentioned the trends for destiny look at.
The aim is to understand customers' willingness, or unwillingness, to pay a price top class within
the market for patron packaged food and what type of snap shots brands can use for you
to gain a price top rate. It is primarily based on a quantitative survey of emblem snap
shots observed in food and branding literature and their impact on loyalty as well as customers'
willingness to pay a fee top rate for customer packaged meals.

Input concerning the results of brand association, brand loyalty, brand awareness,
and image photo on image fairness amongst young clients might help entrepreneurs and
practitioners to formulate techniques to beautify their image fairness if you want
to obtain aggressive benefit and business sustainability, mainly among young consumer markets
Key Words: brand image, brand equity, brand loyalty, brand awareness, price premium,

1.Introduction:

Retail market consists of small retail and massive retail shops. Consumers always are seeking an
affective enjoy in retail environment. The shape of retail marketplace has
changed drastically in preceding years. A number of outlets have installed a huge presence. They
have given a new manner to purchasing. The purchasers also are shifting to large retail shops for
purchasing the products. They pick these stores on distinctive bases. So
their purchase goal from a selected store depends on the different factors. May be
their decision depends upon the references (statistics) which they get from unique sources
(friends, media, family and social groups). Consumers have a first-rate array of products and
services records in their thoughts. They use this records in choosing from to be had offerings to
satisfy their needs. So this information is utilized
by the purchasers to determine about buy of specific services and products.
That choice also relies upon on personal factors inclusive of emotions,
feelings, character attributes and fantasies. Consumers want to buy the ones brands which can
be appreciated or cherished with the aid of others. A sense of notion is usually there. The
present take a look at specializes in Purchase Intention. Consumers are not alike in their age,
income, training level habits and tastes. There are various
factors which affects their choices among exclusive services and products. It is
not smooth to read a customer thoughts. Consumer turns into conscious about their purchases.
The change in buying selection may additionally be due
to getting some crucial statistics approximately another maximum precious brand because client
purchase behavior relies upon on social factors. Today the client’ purchase conduct is
influenced via status, peer groups, family, friends, and social roles and by means of social classes.
There are many variables which
influence purchasers to buy as charge, merchandise quality, provider quality, music, lighting
fixtures and aroma. Stores are trying to provide a very good carrier to their clients.
The ordinary effect of a image within the purchasers' mind. Brand's actual and imaginary
qualities in the mind of customer is likewise referred to as image. Brand image can
be developed via the usage of media, as advertising. Price is one of
the major monetary factors which affect buy choice.

Consumers’ perceptions about the cost affect the costs which they are willing to pay for selective
brands. Consumers continually want to balance the price of services and products with their
benefits. But in retail stores the costs aren't high, so most of the consumers are not conscious
about it. This research that examines social media advertising consequences from
the perspective of branding literature is also still specifically exploratory and lacks empirical
studies, image equity has received simplest limited attention in the context of social
media marketing and its effectiveness, notwithstanding a few top notch exceptions.
The objective here is to systematically and comprehensively look at the influence of social
media advertising on purchasers' responses thru image equity creation. The objectives of
this study are to fill the gaps in previous research and to particularly: (1) measure the
relationships among social media advertising efforts, image equity, and customer conduct closer
to the emblem; (2) examine the relative significance of the components of social
media advertising efforts (SMMEs) concerning creating brand value and purchaser preferences

1.1 Background:

Brand picture idea seemed in 1950. The well-known advertising and

marketing specialist Ogilvy which
will specific the emotions and emotions of customers hyperlink to a specific product, proposed to
use the term "brand picture." Gardner and Levy (1955), via definition, which
combines physical characteristics, social and mental implications. It became a solid basis for the
creation, some of the subsequent brand photo definitions.
The emblem image is fashioned spontaneously or created purposefully. Tangible product
attributes, the functional and emotional advantages on the idea of the consumer's thoughts as
is taken into consideration a symbol or associations. Image fee may
additionally change depending on how it is related to the person desires and
social interaction, fashionable skills, derived from a variety of sources, person personality and
the user values. Based on those findings, the concept of emblem picture is as
follows: image picture is the image tangible and intangible attributes primarily based on
the affiliation shaped consumer's thoughts, the that means and intensity relies upon at
the consumer's character, his attitude closer to the emblem,
social interaction and brand communication.

The brand is both a sign and a symbol:

At the basis of all branding hobby is the human desire to be someone of consequence, to create
a private and social identity, to offer oneself as each like different people (e.g. To belong) and in
contrast to other people (e.G. to face out), and to have a good reputation. Sign
and symbol are important substances of this branding phenomenon. As a form of marking,
branding is richly ramified with the aid of application to oneself, to other people, and to property;
it takes both cloth and metaphorical forms; and is perceived either definitely or negatively.
Branding begins as a signal, a manner of denoting that an object is what it's miles and
then becomes a shape of naming something (e.g. A steer, a slave, a prisoner, a detergent). But
immediately, denotation is not enough and connotations arise. Being named an animal, a slave, a
prisoner, or a product are not merely denotative terms; they also mean different ideas.
The image on an animal or someone promptly becomes a image of ownership and reputation.
Branding is usually executed with the aid of the usage of some kind of mark placed either at
once on the object or circuitously on a label (e.g. A slip, a flap, a patch) this is affixed to the item.
In addition to signifying ownership and the fame of the one branded, a mark might
be a nice sign of distinction. It is crucial to notice the interweaving of
the tremendous and negative meanings of branding so one can be shown on this essay.

The early days of modern branding:

The essential developments influencing contemporary branding derived from fronts – theorizing
and research, and its function in commercial enterprise. This phase investigates the
more latest evolution of brands, taking account of the early disregard, in
particular amongst academics, to the branding phenomenon; and relevant contributions made
by enterprise actors.

Website Brand Image:

Consumers recognize a emblem and perceive a image image from

their image experiences thru advertising, phrase of mouth, social
networks, organization websites, and other touch points [Kotler & Armstrong 2013].
Prior research have determined that a internet site generated brand photograph can
lead viewers to trust in the agency, which results in accept as true with-associated behaviors, e.G.,
purchasing [Everard & Galletta 2005-6; Lowry et al. 2008].
Existing research have proven that website design has an impact on visitors’ impressions of
the image image of the sponsoring organization. However, the way to arrange information,
i.E., content and capabilities, in a website in an effort to create the desired photo has now not been
addressed. A emblem photograph is shaped from the purposeful, symbolic and experiential
associations. For a nonprofit enterprise, the useful affiliation refers to its cause (what it does); for
example, cancer studies and animal welfare. The symbolic association refers to its beliefs
(the price it stands for); for example, passionate, caring, and innovative. The
experiential association refers back to the audience’s sense of interacting with the NPO
 [Hankinson 2000, 2004]. NPOs can communicate their manufacturers with
the 3 associations via websites, e.G., to articulate their missions and core values
introducing purposeful and symbolic benefits, and
to offer online functions improving experiential benefit.

1.2 Problem statement:

In Pakistan there is brand image form to the social media which have to introducing the promoting
their product as advertisement, according to brand the price of the brand competencies to avail the
value of the money. And it would contain a some external effect which consumer facing the threat
by other consumer to their word of mouth. Positive WOM and as well as negative word of mouth
both were effect the market The brand can stable by the consumer and the customer its significantly
relationship between the brand and the who’s those who want to avail this facility.

1.3 Justification of the study:

In Pakistan the brand image contain various firms and firms to achieve the settle goal. There is a
lot of brand contain the brand image by some promotional activities, in which included the
environmental awareness or corporate social responsibility. In these factor it’s difficult to contain
their brand image toward the consumer buying behavior or their perception. Advertisement contain
the positioning in the consumer, the Price contain the value of money as well as satisfaction level
increase. The word of mouth also a very strong variable because this variable increase the customer
or decrease the customer in Karachi.

1.4 Objective of research study:

The objective of the study to know the impact of brand image on consumer purchase intension. It
could be some strategies to know the consumer willing to find out their perception what are the
major factors to effect the purchase intention which determine the effect of advertisement
promotions, analysis the price of the brand image and the external factor like to know after perceive
service or product to their WOM.

1.5 Research questions:

1. What are the impact of adversitment on brand image?

2. How consumer brand identification is related to customer satisfaction valuations of prices?
3. How WOM increase or decrease the brand image on consumer purchase intension?
1.6 Scope of study:

The scope of research on brand Image identification and integrating the different lines of research
on advertisement, prices, and WOM. In specific help to understanding consumers’ relationships
with brands image it is known that individuals variables contain self-presentation may be sensitive
impact on consumer purchase intention. This study also help to know the consumer buying
behavior toward the brand, and also help out the target market.

1.7 Frame work:

Advertisement

Price Consumer purchase intention

WOM

Brand image

1.8 Research Hypothesis:

H1: There is significant impact of advertisement on consumer purchase intension.

H2: There is significant impact of price on consumer purchase intension.

H3: There is significant impact of WOM on consumer purchase intension.

2 Literature Review:
3 Research Methodology

The impact of brand image on consumer’s purchase intention of Indus University

Karachi, Pakistan. Primary data source is collected for this research study through close ended
questionnaire based on Likert scale. Students and working class around the university.

Purposive sampling technique has been used to select participants for the study. A
sample size of 30 respondents was included in the study as calculated from the sample size.

3.1.Sampling Technique Procedure

Sampling will proceed randomly from Indus University Karachi, Pakistan

3.2.Sample Size

A sample size will be 30 people. 5 male and 25 female responded will prefer to feed their
response, and their age level will be from less 20 to 30 above.

3.3.Method of Data Collection and Procedure

A close-ended questionnaire will have structure for the data collection from the above specified
respondents. The researcher will visit the university and will carry a questionnaire based survey to
collect the information from the different department in Indus University.

3.4.Data Analysis

We collected primary data from first source analysis in which we respondent in survey from
student in Indus University.

3.5.Possible Research Findings

References:
Appendix.

Dear Respondent,

I am an BBA (final year) student in INDUS UNIVERSITY and I am doing academic research on “TO
INVESTIGATE THE BRAND IMAGE IN CONSUMER PURCHASE INTENSION” The following
question will support my research report to analyze the satisfactory result.

GENDER: AGE:
MALE FEMALE Less- 21- 26- 30-
20 25 30 above
EDUCATION: EMAIL:
Intermediate Graduate Postgrad PH.D

OCCUPATION: INCOME:
Student Teacher Employee Own Other Below- 50,000- 1000,00+
Business 50000 1000,00

S. No Statement

Disagree

Disagree
Strongly

Strongly
Neutral

Agree

Agree
Advertisement

1 Advertisements effect buying of a product. 1 2 3 4 5

О О О О О
2 Advertised products are more dependable than non- 1 2 3 4 5
advertised ones. О О О О О
3 Good products don’t need advertising 1 2 3 4 5
О О О О О
Price

4 Higher the price of a product, better the quality. 1 2 3 4 5

О О О О О
5 The brand provide good value for money. 1 2 3 4 5
О О О О О
6 Higher the price effect to switch brands if find a better offer 1 2 3 4 5
elsewhere. О О О О О
Word of mouth.

7 Word of mouth influences my decision while buying a 1 2 3 4 5

product. О О О О О
8 Electronic WOM has positive impact on brand image. 1 2 3 4 5
 О О О О О

Purchase intension

9 I intend to use the brand frequently. 1 2 3 4 5

О О О О О
10 Brands maintain satisfactory level of consumer/customer 1 2 3 4 5
О О О О О